Making national PR 'child's play' for Eden Project

Driving a 68% increase in organic awareness for the Eden Project’s summer children’s programme.

Jump to:


Pieces of coverage (over a six-week campaign)
Media reach
Increase in organic users

The brief

To make the Eden Project’s new Nature’s Playground installation a must-visit for families in the summer of 2023 through features, what’s on guides and expert interviews.

In the height of Summer, our eco attraction client – Eden Project – were keen to build awareness around their two new summer campaigns, ‘Nature’s Playground’ and ‘Summer of Play’, with the aim to boost ticket sales, build quality links to their campaign pages, and amplify their message of the benefits of reconnecting with nature.  

In a landscape where there’s similar seasonal events occurring across the UK, No Brainer was entrusted with the challenge of crafting a compelling Digital PR strategy to ensure The Eden Project would be the go-to destination to visit over summer. 

 Our key objectives: 

  • Generate brand awareness for the two summer campaigns at attractions venue 
  • Focused on promoting the Eden Project’s new programmes in an authentic and relatable way to families using influencers and Education Experts 
  • Create engaging thought leadership stories to attract visitors and boost conversions 
  • Activating our strategy to create compelling campaign ideas 
  • Increase traffic to the website 
  • Boost conversions on the event’s landing page 

What we did

To ensure the success of the overarching campaign, we delved deep into our strategic insights and drew upon our experience to craft a robust campaign plan. 

We placed a large focus on our chosen audiences as they were the key to driving results. Utilising our audience insights on how the demographics interacted, behaved and roamed online, we were able to build and develop our stories. 

 We also created bespoke media lists in order to achieve the broadest and highest quality media coverage and links, including national and regional publications, as well as consumer titles. 

Digital PR:

  • Using Digital PR strategies, we created a range of stories that achieved brand awareness, a number of followed links and a high reach
  • Brand building through relevancy and authenticity by highlighting the benefits of connecting with nature and making nature play accessible  

Thought leadership and expert comments:

  • We worked with experts and influencers which resonate with the media and reinforce the Eden Project’s key messaging of creating more opportunities for children to engage in nature 

Feature-lead stories:

  • Whilst the thought leadership stories were proving successful, we also boosted Eden Project’s online presence by creating a ‘Play and Stay’ eco competition, an interactive competition that achieved 7 pieces of coverage and over 200 entries. 
  • Numerous features were landed, including Mail Online, Cornwall Live and The Parenting Daily. 

The results

  • A successful Digital PR campaign, exceeding client expectations 
  • Landed 20+ pieces of coverage in the space of 6 weeks, with a reach of 291m 
  • 68% increase in users coming from organic search for ‘Summer of Play’ 
  • 60% increase in organic sessions for ‘Summer of Play’ 
  • 26% increase in users coming from organic search for ‘Nature’s Playground’ 
  • 24% increase in organic sessions for ‘Nature’s Playground’ 
  • Hundreds of entries for the ‘Play and Stay’ competition carried out 
  • National hits including Daily Mail, LADbible, Yahoo, HuffPost, The Mirror, Tyla, Express and MSN.
  • 61 Avg. domain rating across publications
  • More than 885 million reach through coverage
  • 38% referral traffic to website (largest acquisition for time period)
“No Brainer was able to work nimbly with us at short notice on a story that had already performed very well across mainstream travel and lifestyle media. They leverage the hook, exploring different features and angles to enhance its online impact and SEO.” – Becky Bennett, PR Manager at Eden Project
Eden Project logo (white)

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